How to use Google Analytics Social Reporting Tool (Part Two)

By Liam Foy

Welcome to part two in my mini series of “How to use Google Analytics Social Reporting Tool“. In the last post I covered:

  • Social Visitors Flow
  • Social Data Hub
  • Social Value

This time I’ll look at Activity Stream and Assisted vs. Last Interaction Analysis.

4. Activity Stream

If you have Google “+1” and Facebook “Like” buttons on your site, it’s important to know which buttons are being clicked and for which content. For example, if you publish articles on your site, you’ll want to know which articles are most commonly shared, and to which social networks they’re being shared

.This feature is segmented by Conversations and Events. Conversations include content re-shares, comments and new posts by anyone on the specific social network. Events include +1s, bookmarks, votes, saves etc.

The Activity Stream allows you to view individual post/page analytics, the content on Google Ripples, the actual content and the social activity. With one click, you can jump to the interaction and respond, follow the user and monitor conversations about your content.

The Activity Stream can be found in Standard Reporting under Traffic Sources > Social > Sources and clicking the Activity Stream tab.

5. Assisted vs. Last Interaction Analysis

Google Analytics has now made it easier than ever to detect which social channels have assisted with conversions by adding this option as a tab under the Social Conversions report. Google defines an assisted conversion as:

The number (and monetary value) of sales and conversions the social network assisted. An assist occurs when someone visits your site, leaves without converting, but returns later to convert during a subsequent visit. The higher these numbers, the more important the assist role of the social network.

As long as a user completes the conversion within 30 days, Google Analytics can track that conversion path from the first click to the final click and everywhere in between. They have presented this data visually in the Multi-Channel Funnel report. Simply navigate to Conversions and then click on Multi-Channel Funnels.

Google Analytics offers up to eight basic channel groupings, including one for all social channels as the default but what I’d recommend is to set up a new channel group for each social network (see below).

We are a full service social media agency. Check us out on Twitter and hook up on Facebook. Please leave your thoughts in the comments below…

This post was written by Liam Foy

As Head of Client Services, Liam ensures that all of his clients’ strategies are on track, delivering ROI and coming up with new ideas to drive them forward. Beer makes him tick, reading, learning and drinking it.